43. when is CSR most effective?

One of the themes we keep coming back to on this account of SXSW is the changes in CSR, corporate philanthropy, and the way companies are making giving closer to their core identity, both for themselves, and their customers. If this is something that interests you, then a fundamental session at SXSW2019 was on Saturday morning, called 'How Brands can engage The Social Impact Generation.' If you weren't there, you can find out more about it here, and here and here.

If you were, you would have heard Viveka Hulyalkar lay out the vision of Beam, the startup she co-founded. Beam has a simple and profound premise: as you purchase online you can also choose the contribution that the seller will make to the good cause they're engaged with - at no cost to you. Beam makes this happen for retailers and customers across the USA.

Hulyalkar - like others - moves Corporate Social Responsibility away from simply 'doing good' to being a core part of marketing and corporate identity. 'CSR is most effective when the giving is linked to engaging with the product.'

She also lays down the clearest set of guidelines for corporate philanthropy you would have heard at SXSW. 'Successful CSR must be authentic, interactive, measurable, relevant, and community led.'

Beam is a fascinating organisation, and you can find out more about it here. The image for this post reflects another kind of corporate giving prevalent at SXSW. Free drinks. Everywhere...

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